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Qualitative analysis of luxury brand charisma

The purpose of this study is to conceptualise the term ‘luxury brand charisma’, and thus provide a working definition and identify key themes and sub themes that can be used to inform the secondary stage of this research, being scale development. The research paradigm chosen was pragmatic as this st...

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Bibliographic Details
Main Author:	Hatton-Jones, Siobhan
Format:	Conference Paper
Language:	English
Published:	2019
Online Access:	http://file.hanrimwon.com/ksms/ksms2019/pdf/02.07.02.pdf http://hdl.handle.net/20.500.11937/77351

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